Promotion is the most well-known aspect of marketing by students. It is the part of marketing we are all exposed to on a daily basis. The focus of this sub-unit will be to recognise the need for a promotional mix, not just relying one one strategy or a narrow focus.
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The purpose of promotion is to communicate a message to customers. This is generally to either inform, persuade or remind consumers about the product in question. Businesses use Above the Line (ATL) methods such as mass-media as well as Below the Line (BTL) methods such as word-of-mouth, sponsorship and telemarketing in order to achieve their marketing objectives.